Your Substack Quarterly Data Audit Guide
Get the template, walk through the tabs and join us live to make sense of your numbers.
This tool is designed for people who care about sustainable growth — without pressure-heavy tactics or one-size-fits-all funnels. You want clarity, not noise. And you want to publish with strategy, not stress.
The good news: Substack gives you access to rich data. The challenge? Making sense of it.
This Quarterly Data Audit helps you translate your metrics into meaningful insight — so you can:
Notice what’s truly resonating
Track key shifts over time
Let your numbers guide creative decisions (not override them)
This isn’t a deep-dive or custom audit (those live in my offline work).
It’s a repeatable quarterly ritual that supports publishing momentum — your way.
✅ Before You Begin
Download the Quarterly Data Guide Template
Open the tabs and skim the built-in notes and formulas
Gather your quarterly numbers
Block time to reflect — it’s OK if you only complete one or two tabs now
Bring your questions to our next Publishing Lab (that link lets founding members register for live feedback sessions)
🔍 A Quick Tour of the Tabs
Tab 1: Dashboard Overview
What it shows: Big-picture metrics — subscriber growth, views, open rates, revenue
Why it matters: It tracks the arc of your publication
Strategy Notes:
Focus on trends (not one-off spikes or dips)
30-day views = a reliable health signal
GAR (Generalized Annual Revenue) is momentum-based, not precise
Paid subs include comped ones — keep context in mind
➡️ What’s your current momentum telling you?
Tab 2: Post / Email / Podcast Highlights
What it shows: What posts truly landed — and nudged readers to engage or convert
Why it matters: Helps you fine-tune your editorial direction
Strategy Notes:
Track your top 10 posts per quarter
Over time, patterns emerge: tone, voice, call-to-action placement, etc.
This is a simplified 5x5 editorial audit
➡️ What creative choices earned attention — or action?
Tab 3: Subscriber Conversion Overview
What it shows: How well your free readers are becoming paid
Why it matters: It’s your traction signal
Formula included:
(Paid Subs ÷ Free Subs Added) × 100 = Conversion Rate
Strategy Notes:
2–5% is solid; 10%+ is niche-specific gold
Look for movement, not perfection
Retention = a sign of clear value and rhythm
➡️ What’s helping people say yes — or hesitate?
Tab 4: Custom Subscriber Filters (Customized Quarterly)
What it shows: Your most engaged readers — both free and paid
Why it matters: Engagement reveals trust. And trust builds momentum.
Each quarter, I’ll update this tab with fresh filters, notes, and engagement patterns to test inside your Substack dashboard under:
Subscribers > Filters
This quarter’s suggestions might include:
Free Subs + 5+ post views (30 days)
Paid Subs + 5+ post views (30 days)
➡️ Use these filters to:
Offer trials to your most engaged free readers
Gift a bonus to loyal paid readers
Notice shared traits among your most invested audience
✨ This is your creative test kitchen. Use what feels aligned — skip what doesn’t.
Tab 5: Reflections & Strategy Notes
What it shows: Your evolving clarity
Why it matters: Data without reflection is just noise
This isn’t a journal — it’s a map. Track the nudges you want to remember.
➡️ Suggested prompts:
What’s working?
What’s softening or stalling?
What are you almost ready to do next?
🌿 Let It Be a Ritual, Not a Report Card
This tool isn’t about judgment. It’s about direction. Return to it quarterly. Use it to stay connected to your own rhythm, clarity and values.
We’ll unpack this quarter’s insights together during our next Publishing Lab. Bring your sticky spots. Ask your “what does this mean?” questions. Or just listen in.
📣 Share This With Someone Who’s Building Something Amazing on Substack
If this guide gave you a clearer sense of what’s working (or what’s worth watching), consider resharing it with a fellow publisher, teammate or creative peer who’s in this with you.
This work is easier — and more powerful — when we learn together.